Let us think about your organisation’s external audiences. External customers include actual or potential buyers or users of a product or service and a host of other people, groups or organisations who might have an influence on the organisation’s behaviour. Below we list a fairly typical range.
Audiences who might buy from your organisation:
Audiences your organisation might wish to influence:
No doubt you can add to this list from your own experience. Whoever your audiences are, you need to find an appropriate way to inform, influence and communicate with them.
Some of the messages you send might be saying, “We have something for you”. Your organisation might be launching a new brand or a new aspect of its consultancy service, or perhaps a “new, improved” version of a long-established product. Other messages might be saying, “We are better/more dependable/friendlier/more concerned about the environment than our competitors”.
Some reasons for communicating with external audiences are:
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